Choose your M&E activities

As reviewed in the introduction, the goal of your campaign is to improve your target IYCF behaviour(s). When identifying your campaign priority or priorities in the Planning section, a programme goal was drafted to help guide your campaign’s aims.

In this section, work with your M&E specialist to identify indicators to track progress towards your goals using different aspects of your campaign. They can be used to measure implementation activities, campaign exposure, behaviour change and more. Every campaign is different, so determine how campaign successes will be measured and which indicators you will use assess the overall campaign and the creative agency’s contributions. Identifying campaign indicators is the most complex part of the M&E process due to balancing what is needed to measure with data availability, and the resources available, for e.g., budget, time, training.

There are many approaches to identifying indicators for a campaign. Here, use the Behavioural Drivers Model highlighted in the introduction section (see below) to organise indicators across the levels of the model. They will be classified according to the categories shown on the right in shades of yellow – campaign inputs and activities, behavioural determinants, SBCC outcomes, behavioural outcomes, and impact.

The monitoring and evaluation tool will help you to understand the different approached that can be used to monitor and evaluate campaigns, and help to help you decide which would be best for you to use. 

Some sample indicators for each of the levels of the model are included in this section of the toolkit, which also includes a section that reviews key performance indicators that are used in the request for proposals (RFP) process so that creative agencies understand how their success will be evaluated during the campaign development, implementation and early M&E processes.